Marketing Management Report: Inghams Enterprises' Strategies

This report provides a comprehensive analysis of Inghams Enterprises' marketing management strategies. It begins with an introduction to marketing management and its importance, followed by a background on Inghams Enterprises, an Australian poultry and fodder company. The report then delves into the current market situation using PESTLE analysis, Porter's Five Forces, and SWOT analysis to assess the company's external and internal environments. Stakeholder analysis is conducted to identify key stakeholders and their influence. Market segmentation is explored to identify target customer segments, followed by recommendations for the target market. The Ansoff Matrix is applied to suggest strategies for market development, market penetration, diversification, and product development. The report concludes with key findings and recommendations for Inghams Enterprises to improve its marketing performance and achieve its business objectives. References and an appendix are included.

Marketing & Management

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Contents
Introduction......................................................................................................................................2
Background......................................................................................................................................2
Current Market Situation.................................................................................................................3
PESTLE Analysis........................................................................................................................3
Porter’s Five Forces.....................................................................................................................5
SWOT Analysis...........................................................................................................................7
Stakeholder Analysis....................................................................................................................8
Market Segmentation.......................................................................................................................9
Target Market Recommendation...................................................................................................12
Ansoff Matrix.............................................................................................................................12
Conclusion.....................................................................................................................................13
References......................................................................................................................................15
Appendix........................................................................................................................................17

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Introduction
Marketing Management is the analysis, planning, implementation and control of programs which
is designed to distribute the goods to target market to attain the objectives (Kotler, and Keller,
2016). The companies face the lot of issues while implementing the marketing management
process at the workplace. It is mandatory for the organization to evaluate the current market
situation before targeting the market consumer or develop the appropriate market segmentation.
The organizations can use the strategic tools that help to evaluate the market environment or
situation such as PESTLE Analysis, SWOT Analysis, Porter’s Five Forces and the others
(Morden, 2016). In this report, the discussion is made on the topic of marketing management.
Before developing the appropriate market segmentation; the current situation of the company
also requires to analyze. In this report, Inghams Enterprises has been taken into consideration in
order to analyze the market environment.
In the beginning of the report, current situation of the company will be analysed by using the
strategic tools such as PESTLE Analysis, Porter’s Five Forces, SWOT Analysis and the others.
Later on the discussion is made on the market segmentation that will develop on the basis of
analysis factors. At the end, the recommendation will be given to attract the target consumers
towards the services of the organization.
Background
Inghams Enterprises is an Australian company which provides the poultry and fodder services to
consumers. It is an Australian based company that is listed under the Australia Exchange Board
to provide the poultry and fodder services to consumers. The company claims that it is one of the

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largest producers of turkey and chicken products in Australia. The company operates in 100
different locations with the help of 9000 employees. The company mainly operates in New
Zealand and Australia. TPG invest A$880 million in the year 2014 as the company acquired the
capital to operate the business in the market (Inghams, 2018a).
Current Market Situation
PESTLE Analysis
Political It has been seen that Inghams Enterprises faces
the political issues while enter the market of
Australia. The government of Australia put
restriction on the operation of Poultry farm
such as Hormones are prohibited for use in the
industry.
Economic The economy of Australia is a large mixed-
market economy with the GDP of $1.69 trillion
in the year 2017.
Australia was ranked as the 13th largest
economy in the world (Heritage, 2019).
It has been evaluated that Australia is
dominated with the service sector.
The company is beneficial for the growth of
the economy of the country. It is also a

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beneficial factor for Inghams Enterprises to
operates in Australia as the willing power of
consumers is high
Social According to the research, it has been
evaluated that obesity is a major public
concern in Australia. Approx 6.34 per cent of
Australians are overweight and obese which
states that the consumers are not more
conscious about healthy food (Schwarz, 2017).
Poultry Food is considered as the healthy food
for people.
Technological Technology provides the optimal framework
for the growth of exports, imports, production
and manufacturing throughout the country.
Digital advancement open the new level of
transparency in the food and beverage sector.
The current technology helps the organization
to expand the business in the market by
transfer the food services from one place to
another with the use of technology trends
(Advanced business manager, 2016).
Legal Australian government develops the various
legal duties to protect the animals.

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As it is necessary for Inghams Enterprises to
implement the laws at the workplace such as
Animal care and protection act 2001 (ACPA)
to survive in the marke (Business Queensland,
2019).
Environmental In Australia, it is essential for the company to
develop the management plan by taking care of
noise, light, and waste that impacts the
environment.
It is required for the company to take care
about these things while developing
management plan for environmental protection
(Avery, and Steenburgh, 2010).
Porter’s Five Forces
The threat of new entrants  The threat of new entrants is low
 It has been seen that it is difficult for
the company to enter the industry of
Poultry as the company requires license
to open the shop or farm (Avery, and
Steenburgh, 2010).
Bargaining power of suppliers  Bargaining power of suppliers is high
 It is observed that there is less number

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of suppliers in the market that supply
the raw material of poultry industry.
The material provides by the suppliers
to the company cannot easily available
in the market due to which the suppliers
has high bargaining power.
Bargaining power of consumers  Bargaining power of buyers is low
 It has been evaluated that the farm
provides the services at the high cost to
consumers.
 The consumers purchase the services
even at the high price just because of
less availability in the market.
The threat of competitors  Inghams Enterprises has high threat of
competitors
 There are limited companies in
Australia that supply poultry services to
consumers such as Baiada Poultry
(Inghams, 2018a).
 As there is limited companies in the
area who deliver the poultry services to
consumers due to which they use the
different strategies to compete each

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other (Moutinho, and Vargas-Sanchez,
2018).
The threat of substitutes  The threat of substitute is high
 There are various types of meals that
can replace the poultry services.
 As there are various meals that can
replace the services due to which the
threat of substitute is low.
SWOT Analysis
Strength
Inghams Enterprises has high brand image in the poultry industry. It has been found that the
company claims that it is one of the largest producers in chicken and turkey. The other strength
of the company is their employee that helps to deliver the quality of services to consumers. The
quality of services is also a strength factor for the company (Inghams, 2018a).
Weaknesses
It has been seen that Inghams Enterprises operates in limited areas such as Australia and New
Zealand. The main weakness of the company is its supply chain networks. It is observed that the
company does not operate online business due to which it is difficult for the organization to
reach at the large number of consumers (Inghams, 2018b).
Opportunity

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As discussed above, Inghams Enterprises is famous for delivering its quality of services to
consumers that is why; it has the opportunity to expand the business at the international level.
The company also has the opportunity to merge with Baiada Poultry to grab the high market
share in the market (Ansoff, et. al, 2018).
Threat
The main threat for Inghams Enterprises is the high competition in the market. The company has
limited network or lack of online presence due to which it face the difficulties to reach at the
large number of consumers (Gürel, and Tat, 2017).
Stakeholder Analysis
An organization can survive in the market just because of its stakeholders such as employee,
consumers, suppliers, and the shareholders.
Employees
Human resource is an asset of the company that helps to achieve the organization goals and
objectives. There are 9000 people currently who work with the company to deliver the quality of
product.
Consumers
Non-vegetarian are the main consumers of the company. The consumers of the company help to
expand the business in the market. It is observed that the demand of consumers is increases
towards the chicken and turkey due to which the company is continuously growing in the market.
Suppliers

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According to annual report of the company, the company works closely with its suppliers to
identify environmental and social risks. Inghams Enterprises collaborate with their suppliers to
achieve sustainability ambition. But due to poor feed quality deliver by suppliers; the quality of
Group Parent Stock is reduces in terms of quantity and quality (Inghams, 2018c).
Shareholders
Inghams Enterprises has string net operating cash flows, investment grade metrics and return on
shareholder’s equity. It is beneficial for the company to provide the best return as it helps to
expand the business in the coming future (Phillips, and Moutinho, 2018).
Market Segmentation
Segmentation Type
Segmentation Criteria
Target Customer Segment
Geographic Region Inghams Enterprises operates in
Australia and New Zealand. The
company can target those cities or
countries where the consumer
consumes chicken and turkey in
large amount.
United States, Israel, Argentina, and
United Kingdom are the countries

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where the consumers consume the
chicken in high rate (Tasteinc,
2018). The company can target the
consumers of these countries for
high success.
Density The company can target the
consumers of urban or rural areas
Age No specific age of consumer is
target
But the company can target the
consumers of age of 18 or above 18
as the main target.
Demographic Gender Female, Male, and others
Occupation Not required in food services
Life Cycle Stage Lifetime
Loyalty High brand loyalty just because of
its quality of services delivers to its
consumers.
Collaboration with suppliers and
shareholders helps Inghams
Enterprises to provide the high
quality of services in order to

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develop the consumers loyalty
Behavioural Behavior Inghams Enterprises target
consumers those are conscious
about the healthy food such as
protein, energy, etc.
Consumers should be non-
vegetarian
Psychographic
Social class, lifestyle
The company can target the
consumers of middle class or upper
class
Target Market Recommendation
Inghams Enterprises is growing in the continuous rate but it faces some challenges due to some
external factors of the company. It is recommending that the company has to target the
consumers in different locations of the country. The company has to use the Ansoff Matrix
strategies to grow the business at the international level (Kotler, and Keller, 2016).
Ansoff Matrix
Ansoff Matrix is a model which is used by the companies to develop their business at the
international level according to market situation. This model includes four development
strategies that help the organization to expand the business at the international level. Inghams
Enterprises can use this model to attract the target consumers towards its services (Cordell, and